Contribution of listening to customers to improve Quality

The effective management of customer listening tools leads to a real investigation of the voice of its customers. This investigation would allow to better know their needs in order to continuously adapt its offer to the demand, to communicate positively on their level of satisfaction and to benchmark on internal and external measurement criteria.The management of customer listening thus plays a decisive role in the improvement of customer service quality. If companies do not mobilize a sufficient number of people and adequate tools to listen to the voice of the customer, communication will be ineffective. It is not only the marketing managers who must listen to the voice of the customer, but all the personnel in contact with the customer: the counter clerks, the micro-credit agents, the product promoters, the customer managers, the operations managers, the cashiers... Companies should review the functions of their contact personnel, who until now only know how to sell. For the future of the company it is as important to listen to the voice of the customer during the transaction as it is to record only new requests for information.